Marketing Buddhism (save the Dukkha for later…)

Dr. Howard Cutler, who in 1998 collaborated with the Dalai Lama on a Buddhist primer for non-Buddhists, suggested that it not open with the Buddha’s first Noble Truth: that life is suffering. “I began with the more positive states and made my way to how we all want to be happy but have to deal with suffering,” Cutler says. “It was very American.” They titled it The Art of Happiness. It was a 97-week best seller.

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